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New Delhi: ITC Foods’ Candyman Sourzzz has returned with Season 3 of its digital branded content property ‘Soury Not Sorry’, introducing an AI influencer, Ramya Sathish aka Rysa, as the face of the new chapter.
The brand is positioning the move as a category-first in confectionery, using AI-led storytelling to build an “internet-native” voice for teenagers and young adults.
Season 3 is planned as a four-week digital campaign and continues the franchise’s core format of sharp but “clean” roasts aimed at everyday situations where young people feel judged or policed.
In the brand’s narrative, Rysa is designed as a culturally fluid persona. She is described as Delhi-born with Malayali roots, a 23-year-old graduate and corporate professional, with a comedic style built on internet humour and quick comebacks.
“Soury Not Sorry has grown into a powerful youth-culture platform for Candyman Sourzzz, one that encourages young consumers to own their individuality without filter, and with flavour. Season 3 is our boldest leap yet. With Rysa, our first-ever AI influencer, we’re stepping into the future of culturally relevant storytelling while staying true to what the IP stands for: wit, confidence, and unapologetic self-expression,” said Subash Balar, VP and Business Head, Confectionery, ITC Foods.
ITC said the content IP is built on the insight that kids, teenagers and young adults are often pushed to conform, tone down their personalities, or “sugarcoat” opinions to avoid judgment.
The series flips these moments into witty roasts, positioning Candyman Sourzzz as a candy brand for outspoken, bold self-expression.
Season 3 is now live on Instagram, following the earlier two seasons.
Season 3: